The IMAA launches campaign to promote indies to marketers

The Independent Media Agencies of Australia (IMAA), has launched its own campaign to promote the benefits of indies to companies and marketers nationally.

The multi-channel campaign will run for eight weeks across radio, TV, out-of-home, digital and print, with partner organisations having contributed in excess of $2 million in advertising support.

IMAA general manager, Sam Buchanan, said: “The IMAA is a body of advertising professionals, formed by the most respected independent media agencies in Australia. This campaign is about promoting the consolidated expertise and leadership our members can offer, and getting the indies front and centre for businesses looking to work with an elite group of advertising specialists.”

The campaign features a number of transformations of the industry body’s logo, including the logo as a finger, as it is “always on the pulse”.

Visual assets feature elements of the association’s logo transformed to depict the letter A, because independent agencies “always bring their A team to the table”, a finger because “it’s always on the pulse”, a graph because they “want results as much as you do” and two hands to show the only agenda an IMAA agency has is “the meeting one”.

The campaign assets were created by media agency and IMAA member BCM. Managing director of BCM, Phil McDonald said that media agencies aren’t “just united by the fact we are Australian owned and have an entrepreneurial spirit”.

“We all have an agile mindset towards media; we have close relationships with the largest media owners in the country, and we all come at solving our clients’ biggest problems by always bringing senior people to the table. This campaign looks to summarise that, and asks potential clients to ensure they have an independent media option on the list when they are looking for a new media agency.”

IMAA’s Sam Buchanan

The campaign follows the IMAA last month publicly calling for the NSW Government to update its expression of interest for its master media account, which is seeking a “single media agency supplier, or panel of agencies from one media agency holding group”, effectively ruling out any Australia-owned indie agencies.

The body also launched a trade credit insurance deal for members earlier this year, with “more group deals to be announced shortly”, according to a statement today.

The IMAA said it now has nearly 100 members, after reporting 80 in July.

Participating media outlets for the campaign include: Foxtel Media, Ooh Media, News Corp, ACM, Verizon, EMX, Kargo, Gumtree,  BlisMedia Australia, Amobee, ARN, JCDecaux, Shopper Media, Moove Media, Quantcast, SCA, QMS,  Nova, Weatherzone, the Seven Network, Facebook, Criteo, Nine, Spotify, LinkedIn and Channel Ten.


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